Burger King Tunes in DiddyTV

NEW YORK Music and fashion mogul Sean “Diddy” Combs has formed an alliance with Burger King to create a co-branded channel on YouTube called DiddyTV, the company said.

The channel, which went live on Saturday, features music tracks from Combs’ new Bad Boy/Atlantic Records CD “Press Play,” which goes on sale Oct. 17. Artists appearing on the collection include Jamie Foxx, Kanye West and Mary J. Blige. Fans will also have access through the channel to video clips and other original content. Combs will appear in an upcoming Burger King advertising campaign in support of the new channel.

The “brand channel” is part of YouTube’s push to integrate advertising into its popular video-sharing site. Bad Boy/Atlantic Records parent company Warner Music Group signed a deal with YouTube this month to collaborate on advertising initiatives. Google inked a deal this week to buy YouTube for $1.65 billion.

Russ Klein, president of global marketing, strategy and innovation for Miami-based Burger King, said in a statement, “Sean ‘Diddy’ Combs is a pop culture icon, and we’re thrilled to be able to collaborate, using the breadth of his talents as an artist, entrepreneur and change agent to impact and inspire our guests. We expect this to be a rich, long-term relationship that is wide open in terms of Diddy’s contributions as a Burger King brand ambassador.”

WPP Group’s VML designed the DiddyTV site and will co-manage the channel with Bad Boy Entertainment. Online banner ads that VML created are the only advertising support scheduled so far for the venture.

The deal includes a multi-year pact in which Combs will consult Burger King on entertainment and marketing. The fast-food chain will also sponsor Combs’ select-city U.S. tour this month, which concludes in New York on Oct. 16. While on tour, Combs is expected to make special appearances in select cities, and Burger King will conduct exclusive consumer-listening parties.

“I’m having it my way on this album,” Combs said in a statement about the agreement. “It’s been a great journey for me, so I’m grateful for partners like Burger King Corporation that are helping me bring a fresh sound to my fans. They share my passion for being tastemakers and giving the people what they want.”

A founder of Bad Boy Records, Combs is also chairman of the conglomerate Bad Boy Worldwide Entertainment Group, which includes artist management services, television and film production, apparel and restaurants.